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BRAND STRATEGY, PERSONALITY, LOOK & FEEL, VOICE & TONE
MYCS brand guidelines
MYCS as a company went through an evolution from a startup to an established corporation. However, the brand itself was struggling to find its positioning. To bring brand clarity I created guidelines that encompassed brand strategy, brand personality, visual identity, look & feel, advertising, and voice and tone.
The process of defining guidelines started with exploring brand statements (vision, mission, and value proposition). I discussed with stakeholders the competitive market and current customer base. After gathering all fundamentals I focused on MYCS personality. If I could imagine MYCS as a person who would that be? The idea is to humanize the brand to a level that we can fall in love with. I looked for archetypes to understand what are MYCS motivations. I asked further: how MYCS looks and speaks on different occasions.
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